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5 Benefits of Account-Based Marketing

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by Brian Cooney | Last Updated: Aug 6, 2022

Account-based marketing is a strategy designed to target specific accounts rather than individual leads. This approach can benefit businesses because it allows them to focus their resources on a smaller number of high-value accounts, which can ultimately lead to more sales and revenue.

ABM can be beneficial for businesses because it allows them to focus their resources on a smaller number of high-value accounts. By targeting specific accounts, companies can save time and money that would otherwise be spent on marketing to a wider audience. Additionally, ABM can help businesses better understand their target market and create more personalized marketing campaigns.

It can also be beneficial for your business to implement an account based marketing strategy because of the upward trend it has been following in recent years. Additionally, this type of marketing allows you to focus your resources on a smaller number of high-value accounts, giving you the potential to see a greater return on investment.

In this blog, we will take a deep dive into five of the most essential benefits of Account Based Marketing (ABM).

Increased Sales and Revenue

One of the primary benefits of ABM is that it can lead to an increase in sales and revenue for your business. This is because, when done correctly, ABM allows you to focus your marketing efforts on a smaller number of high-value accounts, which gives you the potential to generate more sales from each account. ABM can also help you upsell and cross-sell to your existing customers, which can further increase your sales and revenue.

Improved Customer Relationships

Another benefit of Account Based Marketing is that it can help improve your relationships with your customers. When you focus your marketing efforts on specific accounts, you are able to develop a deeper understanding of their needs and pain points. This, in turn, allows you to create more targeted and personalized marketing messages that are designed to address your customers’ specific needs. As a result, your customers will feel like you truly understand them, which can help build trust and loyalty.

Increasing customer loyalty can be essential for businesses because it can lead to repeat business and word-of-mouth referrals, which can help you attract new customers.

Enhanced Brand Awareness

In addition to increasing sales and revenue, another benefit of ABM is that it can also help enhance your brand awareness. This is because when you focus your marketing efforts on specific accounts, you are able to develop a deeper understanding of their needs and pain points. This, in turn, allows you to create more targeted and personalized marketing messages that are designed to address your customers’ specific needs. As a result, your customers will feel like you truly understand them, which can help build trust and loyalty.

Greater Efficiency and Productivity

Another benefit of Account Based Marketing is that it can lead to greater efficiency and productivity within your marketing team. This is because when you focus your marketing efforts on a smaller number of high-value accounts, you are able to allocate your resources more effectively. Additionally, ABM can help you streamline your marketing processes, further improving your team’s efficiency and productivity.

Increased ROI

Finally, one of the most significant benefits of Account Based Marketing is that it can help you generate a higher return on investment (ROI). This is because, when done correctly, ABM allows you to focus your marketing efforts on a smaller number of high-value accounts, which gives you the potential to generate more sales from each account. ROI is extremely important today as businesses are under immense pressure to generate more leads and sales with limited resources. ABM can help you to upsell and cross-sell to your existing customers, which can further increase your ROI.

So, now what?

The first step is to identify your ideal customer if you’re thinking about starting an ABM strategy. Once you know your ideal customer, you can begin to develop a list of target accounts that fit that profile. From there, you will need to create personalized marketing messages and content that resonates with your target accounts. Additionally, you will need to establish key performance indicators (KPIs) so that you can track and measure your progress. Finally, it is important to continually monitor and adjust your ABM strategy based on what is working and what is not.

ABM can be an extremely effective marketing strategy for businesses of all sizes. However, it is essential to note that ABM is not a silver bullet and will not automatically lead to success. To succeed with ABM, you need to clearly understand your goals, target market, and ideal customer profile. Additionally, you need to have the right tools and processes in place to support your ABM efforts.

Additionally, Lumavate can expand your ABM strategy by creating experiences for accounts stored in your current Martech stack. We do this by connecting to platforms like Marketo, Hubspot, and Pardot, allowing us to personalize the experience for each account, no matter where they are in the buyer’s journey.

If you’re interested in learning more about how Lumavate can help you with your ABM efforts, set up a demo or contact us today.

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